International marketing / Philip R. Cateora.

Includes bibliographical references and indexes.

Contents Ch. 1 The Scope and Challenge of Global Marketing 2 Ch. 2 Global Business Environment 29 Ch. 3 Geography and History - The Foundation of Cultural Understanding 62 Ch. 4 Cultural Dynamics in Assessing Global Markets 96 Ch. 5 Business Customs and Practices in Global Marketing 123 Ch. 6 Political Environment - A Critical Issue 158 Ch. 7 The International Legal Environment 182 Ch. 8 Developing Markets and Market Behavior 210 Ch. 9 Multinational Market Regions and Market Groups 254 Ch. 10 Global Marketing Management - Planning and Organization 300 Ch. 11 Researching Global Markets 339 Ch. 12 Developing Consumer Products for Global Markets 371 Ch. 13 Marketing Industrial Products and Business Services 402 Ch. 14 International Distribution System 427 Ch. 15 Export Trade Mechanics and Logistics 469 Ch. 16 The Global Advertising and Promotion Effort 497 Ch. 17 Personal Selling and Personnel Management 532 Ch. 18 Pricing for International Markets 565 Ch. 19 Financial Requirements for Global Marketing 604 Name Index 765 Subject Index 769